Many wine ads show vineyards, vines, soils and other wine production images. But is this an effective way to sell wine? Or could there be a more effective way to reach consumers?
Wine producers have already identified Brazil, India, Russia and China as key emerging markets. But there are others with potential, as Felicity Carter discovers. And they’re already proving lucrative places to do business for those in the know.
While barrels are an old idea, the global cooperage business is relatively new, finds James Lawther MW. As demand for high quality wine rises, both traditional French and younger East European producers have rushed to supply the market.
As the price of fuel continues to rise and the question of carbon footprints becomes more urgent, alternative means of transport are becoming more attractive, argues James Graham. Trains are proving one popular alternative to road transport – and even old-fashioned sailing ships are making a come-back.
As huge volumes of money pass into the secondary market, there are no more bargains to be found, says Felicity Carter. But the sheer weight of money moving through the system means the future looks bright for the auction houses.
No two major international markets are the same, complicating the challenge of constructing a global marketing strategy for a wine brand. The market is littered with examples of heroes in one market that have bombed in another. Andrew Catchpole talks with experts about how they approach the task of world marketing.
Sales of pink wines are hitting new highs, but relatively little is known about the consumers who buy them. Now a study by Wine Intelligence, a branding and market research company that survey the global market, has thrown new light on the rosé drinker. Wine Intelligence’s Graham Holter explains the results.
Abandon your fear of the database and embrace direct marketing, says one of the world’s most notable commentators on direct selling. It’s the sales tool that lets you build a person relationship with each of your customers, regardless of how many of them you have.
While most importers head for England, it might be time to spare a thought for its tiny neighbour. The Republic of Ireland has developed a fine wine culture where people aren’t afraid to pay for what they like, with the average bottle price nearly double that of Great Britain.
Despite the credit crunch, the global appetite for luxury goods seemingly knows no bounds, especially in wine. Does this open new opportunities to create luxury wines, specifically for this market? Felicity Carter goes looking for ideas on how to turn an ordinary wine into a star.
